ACKNOWLEDGEMENTS

We extend our heartfelt gratitude to the following people who lend a hand and supported us in any way in the completion of this marketing plan:

First, to our Marketing instructor, Professor Viola C. Siozon for unselfishly imparting her knowledge to us and for dedicatedly giving her advises to us with regard to our marketing plan.

To our marketing plan adviser, Professor Richard Cagara for his time and effort he devoted as panellist during our defence and for wholeheartedly accepting our offer to him as panellist during our defence.

To the many respondents who cooperatively and willingly answered the market survey during our marketing research.

To the Cabreras Residence for hospitably welcoming us into t heir homes and the bountiful food they offered to us during our stay.

To our families for their unconditional love and unceasing support they have showed throughout the completion of the marketing plan.

To our friends for their words of encouragements and for generously sharing their opinion and knowledge throughout the making of the marketing plan.

And above all, to our Almighty God for His constant provision of strength, hope and wisdom making this project possible.

I. Executive Summary

Meister Burger is a start-up business that will offer a healthy and delectable fish burger that comes in different variants and of different sizes which suits the unique taste and preferences of Taclobanons. With the emerging healthy lifestyle and the increasing popularity of burgers, Meister Burger captured the need of a healthy and affordable burger. Meister Burger with its tagline deliciously nutritious will position itself as the premier burger store providing an outstanding in-store experience and bringing new experience to our valued customers by providing different variations of high quality fish burger. It will also position itself as the burger store where customers have the freedom to create and design their own burger thus giving customers empowerment. Meister Burger also aims to be known as the burger store most responsive to customer satisfaction and most aggressive in product innovations. The business will engage in various and intensive marketing strategies. The business will do continuous market researches and product developments to meet the ever-changing taste preferences of customers. Meister Burger will also implement tight mobilization measures to monitor quality and to ensure customer satisfaction. Meister Burger is determined to sustain a positive growth every month by ensuring that the revenue will always be greater than the expenses of the business. Meister Burger is confident that its products will be highly sought by its respective consumers because of its exquisite taste and remarkable service.

II. Situation Analysis Hamburger/burger is a popular fast-food in the world. It is consider as one of the most common food in United States and Europe.1 It is available in so many different styles and variations today with all sorts of toppings. Burgers are often serve as a fast dinner, picnic or party food, and are usually cook outdoors on barbecue grills. Every country has its own version of hamburger. Due to burgers popularity, there is an increase number of businesses and fast food chain engaged in burger production and selling. The McDonald's fast-food chain sells the Big Mac, one of the world's top selling hamburgers, with an estimated 550 million sold annually in the United States.
1

Other major fast-

food chains, including Burger King (also known as Hungry Jack's in Australia), A&W, Culver's, Whataburger, Carl's Jr./Hardeess chain, Wendy's (known for their square patties), Jack in the Box, Cook Out, Harvey's, Shake Shack, In-NOut Burger, Five Guys, Fat burger, Vera's, Burgerville, Back Yard Burgers, Lick's Home burger, Roy Rogers, Smash burger and Sonic also rely heavily on hamburger sales. Fuddruckers and Red Robin are hamburger chains that specialize in mid-tier "restaurant-style" variety of hamburgers.2 Here in the Philippines, a wide range of major U.S. fast-food franchises and local establishment make profit in burger selling. The chain McDonald's (locally nicknamed "McDo") have a range of burger and chicken dishes often accompanied by plain steamed rice and/or French fries. The Philippines boasts its own burger-chain called Jollibee, which offers burger meals and chicken, including a signature burger called "The Big Champ". Jollibee now has a number of outlets in the United States, the Middle East and East Asia.

A. Market Summary Markets consist of buyers, and buyers differ in one or more ways. Meister Burger believes that through market segmentation, smaller segments can be reached more efficiently and effectively with products and services that match their unique needs. Meister Burger segments its market based on geographic, demographic, psychographic and behavioral variables. a. Geographic Meister Burger will localize its products, advertising, promotion and sales efforts to fit the needs of the Taclobanons. The size of the target market is 221 174. Meister Burger considers geographic variables in segmenting its market and divides it according to its density and city or metro size. Density affects the decision that will be made by Meister Burger in determining its store size and the capacity of its production. Higher-density urban area will only mean bigger store size, bigger facilities, more furniture and higher level of capacity to cater the demand of the market. Based on the data gathered by National Statistics Office (2010), there are about 4 101 322 people in Eastern Visayas and there are about 221 174 people in Tacloban, which is 5.4 percent of the population. Compared also to all the cities in Eastern Visayas, Tacloban has the biggest in metro size. Table 1 shows the population of the Provinces, Cities and Capital of Eastern Visayas.

Region/Province/Highly Urbanized City

Total Population

Population Growth Rate

1-May90

1-May-00

1-May-10

19902000

20002010

199 0201 0

Region Visayas Biliran

VIII-Eastern 3,054,4 90 118,01 2

3,610,355

4,101,322

1.68

1.28

1.48

140,274

161,760

1.74

1.43

1.59

Eastern Samar

329,33 5

375,822

428,877

1.33

1.33

1.33

Leyte(excluding Tacloban 1,230,9 City) TaclobanCIty 25 136,89 1 Northern Samar 383,65 4 Samar(Western Samar) 533,73 3 Southern Leyte 321,94 0

1,413,697

1,567,984

1.39

1.04

1.22

178,639

221,174

2.70

2.16

2.43

500,639

589,013

2.69

1.64

2.17

641,124

733,377

1.85

1.35

1.60

360,160

399,137

1.13

1.03

1.08

Table 1 Population of Provinces in Eastern Visayas

City / Capital Naval Borongan Baybay Ormoc City Tacloban City

Population 48 799 64 457 102 841 191 200 221 174

Catarman Calbayog Catbalogan Maasin Table 1.1 Population of Cities and capital in Eastern Visayas

84 833 172 778 94 317 81 250

b. Demographics Meister Burger targets consumers of all age groups starting from the age of 5 years. However, it segments it into two groups: ages 5-7 and 8 years old to 40 years old. The size of the market is 25 780 which is composed of ages 5-10 years old. This group enjoys colourful food that satisfies their sweet tastes. Meister Burger sees this as an opportunity to create a burger that uses cupcake as a bun. However, a major portion that is 117 861 of the consumers belong to the age group of 10 years old up to 40 years old, who occasionally enjoy hanging out with friends, are legitimately financially secured but have great value for money. These consumers are trendy, fun-loving, more of a happy-go-lucky nature. They are mainly leaders rather than followers as they create their own trends; they decide to choose a local burger place instead of the trend of selecting a more globally famous one which makes them the type of people who choose their options based on experience rather than intense advertising and marketing. As such, they are not concerned about the opinions and approvals of others. Consumption pattern of these segments significantly vary as children generally have no or very minute health concerns and thus consume any kind of food Fish Burger has to offer like the burger cupcake. The teens and young adults are more fitness conscious and hence try consuming the more healthy items; while the mature adults have many health issues and thus consume food that may have minimal adverse effects on health. On the other hand, there is little difference in the consumption pattern between males and females.

Most of these consumers are either single individuals or parents whose families do not always have the time to prepare a snack/meal because of a heavy work/school schedule. This busy work or school schedule is also a basis for Meister Burger to give quick customer service to hungry customers. As to income distribution as well as average income, majority of the target consumers are known to have enough budgets, as these are the people who can typically afford to consume food outside of home on a frequent basis. Meister Burger does not only offers high quality and nutritious food products in a sophisticated environment but also affordability of food items. c. Psychographics Meister Burger targets the working class and the middle class. Filipino families earned 206 thousand pesos yearly, on the average, according to the 2009 Family Income and Expenditure Survey (FIES). Families in the bottom 30 percent income group, which may be considered as poor families, had much smaller yearly earnings at an average of 62 thousand pesos. In comparison, families in the upper 70 percent income group earned an average of 268 thousand pesos a year. On a monthly basis, the reported average income of the families in the bottom 30 percent income group was 5,200 pesos in 2009 while it was 22,300 pesos in the upper 70 percent income group (Table 2c). The 2009 FIES also reveals that poor families spent 64 thousand pesos annually, on the average, which is two thousand pesos more than their average annual income. In contrast, families in the upper 70 percent income group spent 224 thousand pesos a year, on the average, hence, could generate savings of 44 thousand pesos in a year, on the average. The annual income of families in the bottom 30 percent income group increased, from an average of 49 thousand pesos in 2006 to 62 thousand pesos in 2009. Annual income of non-poor families, on the other hand, increased from an average of 226 thousand pesos in 2006 to 268 thousand pesos in 2009. The income gap between families in the bottom 30 percent income group and families in the upper 70 percent income group barely changed. The average annual

income of families in the upper 70 percent income group was four times that of the families in the bottom 30 percent income group. In 2009, about 42.6 percent of the expenditures of an average Filipino family were on food. For families in the bottom 30 percent income group, the percentage was much higher at 60 percent, while for families in the upper 70 percent income group, it was 40.5 percent. Below is the comparison of the bottom 30% and upper 70% in terms of income and expenditure.

d. Behavioral Meister Burgers target market is people who search for healthier alternative to hamburgers. The detrimental effects of over-consumption of fast food on human health are well documented and widely known. A regular intake of fast food products contributes to obesity, an increasingly common illness in the world. The increasingly large portions and the high energy density of many of the products sold at fast food restaurants play a role in this. A longitudinal study into the effects of fast foods intake on body weight has shown that there is a direct link between the two.

III. SWOT Analysis The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Meister Burger. Helpful to achieving Harmful to achieving the objective Weaknesses capable a. Raw materials used in making the

the objective Strengths a. Visionary, leadership b. Ability to produce on time c. Able, workforce Internal (attributes Organization) of the d. Service quality e. Product quality f. Innovative product. the dedicated

product have short shelf life b. Stinking fish c. Dependence on smell of

outside supplier for the supply of raw materials d. Needs an intensive form advertisements e. Lack of Business Networks of

g. Uniqueness of product

h. More nutritious and healthier burgers i. Eco-friendly packaging

Opportunities a. Emergence healthy lifestyle b. Emergence of of

Threats a. Well business established that

directly or indirectly competes in the

advance technology c. Tacloban highly city d. Fast food expansion into External (attributes Organization) of the markets e. Growing populations emerging City as

market share. b. Supply of unstable c. Varying fish d. Changing taste and preferences of the consumers e. Issues about Fish poisoning f. A recession in the economy that could have negative effect on spending peoples of prices of fish is

industrialized

unrestricted income for snacks g. Market acceptance h. Low market Share

I. Strengths

A. Visionary, capable leadership Meister Burger has visionary and capable managers equipped with right skills and is globally competitive. Meister Burger aims to provide outstanding in-store experience and high quality burger for the satisfaction of the customers. It aims to sell experience through eating burger and build long term profitable customer relationship. Its management will always think of ways on how to improve its product and service. B. Technical manufacturing skill Meister Burger ensures to employ competitive and well equipped human resources with the right skills and right training. Meister

Burger will provide trainings and workshops to improve the technical skills of the employees. C. Ability to produce on time Meister Burger can produce orders on time. Quick service is one of the priorities of Meister Burger other than providing high quality products. Meister Burger designs its process selection and facility lay out to attain the most effective way to lessen it production time. D. Able, dedicated workforce Technical skills are not just the top priority of Meister Burger; but also to ensure that the workforce is dedicated and are capable to their assigned task. Meister ensures to provide a positive environment of mutual trust and understanding in the organization and stimulate a sense of responsibility, belongingness and accountability of the employees to ensure quality work life. Human resources is considers

as the best asset of the organization and is consider as the edge against competitor. They are the ones who will make the customers happy. E. Service quality Meister Burger does not only offer high quality of products but also excellent service. Employees will be trained well on how to deal with different situations and with the complaints of the customers. F. Product quality Meister Burger offers high quality of burger by using fresh fish and condiments and ensuring that its product passed the quality standards. Production will be closely monitored and hygiene will be highly observed throughout the operations. G. Innovative product. Fish burger is an innovative product, which means it is new in the market. It will create curiosity among the consumers.

H. Uniqueness of the product Meister Burger offers different product variations that are new and unique in taste and appearance. It is the only restaurant that offers wide array of fish burger variations that comes in different sizes and condiments I. More nutritious and healthier burgers With the use of fish patty as a substitute for meat patty in the burger, surely everyone does not need to worry about their health and body figure while enjoying this all time favourite fast food for fish burger is

rich in Omega3 and gives many health benefits compare to typical burger. This is a perfect food for health conscious. J. Eco-friendly packaging Meister Burger makes it sure that its packaging is not just for aesthetic appeal and promotional strategies but also as part of corporate social responsibility which is to protect the environment. By integrating uses organic and biodegradable materials for its packaging, Meister Burger ensures that its packaging is safe in the environment.

II. Weaknesses A. Raw materials used in making the product have short shelf life. Fish and vegetables have short shelf life which means Meister Burger must ensures that they will be consumed before its expiration date to avoid spoilage cost. B. Stinking smell of fish To get rid of the stinky smell of a fish is a great challenge to Meister Burger. Many consumers are discouraged to eat any fish products because of the stinky smell of fish. To ensure that customers will patronize our product, Meister Burger formulated a special recipe in making patty to resolve the smell problem. Different spices used will be disclosed within the organization.

C. Dependence on outside supplier for the supply of the raw materials Fish and vegetables used in making the product are supplied by credible outside supplier. If problem takes place within the outside supplier, operations of Meister Burger will be greatly affected. Meister Burger greatly depends on them on its production.

D. Needs an intensive form of advertisements

 Since the product is already established, intensive advertising is needed to set the product on top of the rest. Furthermore, since Meister Burger offers new kind of burger, an aggressive form of advertising is needed to create product awareness.

E. Lack of Business Networks Being a new-entrant in the market, Meister Burger faces the problem to generate brand and product awareness.

III. Opportunities A. Emergence of healthy lifestyle With the emerging healthy lifestyle and the increasing number of health-conscious people, Meister Burger captured the need of healthy and nutritious fast-food for the growing market. B. Emergence of Advance Technology Production will be easier and faster with the use of advance technology thus result to high volume and quick service. Advertising the product will also be easier and cheaper. Many people will be reached in just a minute of time. With the use of social media tools and online social networking as advertising method will be a great cutcost on promotions thus result to brand awareness. C. Tacloban city as a highly industrialized city. Tacloban city as a highly industrialized city opens new opportunities for new businesses to venture in with a wide scope for growth

D. Fast food expansion into emerging markets Expanding into emerging markets will lower risk via diversification of stores and it will increase the potential revenue of each store.

E. Growing population With the increasing number of population in Tacloban creates many opportunities for the business to venture in. With the increasing needs and demands of a growing population, opens many opportunities for a business to undertake.

IV. Threats A. Well established business that directly or indirectly competes in the market share. Considering the nature of the business, there are many

establishments in the Philippine market, which can be considered as direct or indirect competitors. A growing number of establishments that produce and sell burger may directly compete in the market share and the gain of advantage in the market. In addition, there are also some well-established business which are from different sectors of market may indirectly compete in the market share. The increasing number of direct and indirect competitors leads to a tough competition and difficult market positioning.

B. Supply of fish is unstable Due to climate change and natural phenomenon, the supply of fish is at stake. The fertility and mortality of fishes is affected by the climate change thus result to low harvest of cultivated fish and low productivity of aquaculture. Furthermore, natural phenomenon like storms and extreme heat cause great damage to the fishpond and affect the growth of the fishes.

C. Varying prices of fish Price of fish depends upon the season and the supply. It goes higher when the supply is low especially after a natural calamity. In addition, the increasing maintenance cost for fishpond and escalating expenses in aquaculture greatly affects the price of fish.

D. Changing taste and preferences of the consumers The changing taste and preferences of the consumers in a certain geographical place greatly affect the consumption and demand of the product. Continuous Innovation and flexibility of the product is

necessary to keep pace on the changing demand. E. Issues about Fish poisoning News about Fish poisoning have a negative effect on the demand of the product. It causes fear on the consumer thus results to low consumption of fishes and other fish product F. A recession in the economy that could have negative effect on peoples spending of unrestricted income for snacks Consumers consumptions depend on its ability and willingness to buy. With the recession in the economy, consumers need to lessen its expenditure thus cutting off some of their budget in their recreation and snacks. G. Market Acceptance Using fish patty instead of meat patty in burgers is new in the market. Though burgers are well established in the market, accepting this new concept may take time. Moreover, there is a stereotyping of the product. Burgers with meat patty are well positioned in the mind of consumers making it difficult for the business to enter the market.

H. Low market share Meister Burger introduces a new product, which is a burger that uses fish as a patty. Compared to the existing competitors, Meister Burger has no served market yet.

B. Competition Description

Fish burger operates in the fast food hamburger restaurant (FFHR) category, a sub-segment of the Fast Food Industry segment of the restaurant industry. The terms quick service restaurant and fast food restaurant are uses interchangeably. This industry is heavily competitive with active players ranging from local operators to national and international corporations.

POSSIBLE COMPETITORS: Burger junction

DIRECT

POSSIBLE COMPETITORS: Bakery

INDIRECT

Galaxy Burger Big Mak Burger

Fast Food Chains Pizza makers

Burger Machine

Cafeterias and Canteen

and

other

stands/establishments

and other establishments in the industry

selling the same product

V. Strategy Roadmap A. Vision To be nationally known as the number one fish burger store providing the best and high quality nutritious fish burger and outstanding in-store customer experience. B. Mission To provide our customers with a healthy and nutritious fish burger comes in a unique variety of flavour and an exceptional customer service that will keep them coming back asking for more and in return result to a stronger customer relationship, profitable business and a customer friendly environment . C. Objectives a. Marketing objectives Create product awareness to our target market and establish a

product identity on the first year. Release additional product line every year. Build brand image and acquire strong market position on the

second year. Acquire the 15% of the total market share in the second year. Realize a steady increase in market penetrations on the third year. Build additional burger store in the nearby towns of Tacloban by

the end of the fifth year Acquire 35% of the total market share at the end of fifth year. Attain brand loyalty by the end of fifth year

b. Financial objectives Achieve Return of Investment (ROI) in two years time. Average annual increase in net income 20% every year. Minimize spoilage expense by an average of 10% every year

V. Marketing Strategy Meister Burger does more than sell fish burger---it promises to sell experience through food. Carefully combined product, price, place and promotion strategies are used to deliver this core benefit. Meister Burger will conduct its marketing activities under the societal marketing concept. The idea is that Meister Burger determines the needs, wants and interests of target markets and deliver the desired satisfactions more than do competitors in a way that maintains or improves the consumers and societys well-being. I. Product Strategy Meister Burger offers fish burger, a burger inspired fast-food product. Instead of a typical beef or pork patty, fish burger uses fish and will be available with all sort of condiments like ketchup, pickles, mustard, mayonnaise, lettuce, tomato, onion and cheese. 1.1 Market coverage strategy

Meister Burger will use differentiated marketing strategy, a market coverage-strategy in which Meister Burger decides to target several market segment and designs separate offers for each. By offering product and marketing variations to segments, Meister Burger hopes for higher sales and a stronger position within each market segment. Meister Burger considers the competitors marketing strategy, company resources, market variability and products life cycle.

Company resources are limited as Meister Burger is only a starting

business and ideally, concentrated marketing strategy makes the most sense. However, Meister Burger still chooses to use differentiated marketing strategy because of the product design. Raw materials that are used for the entire product variations offered are the same. Meister Burger will use economies of scope to minimize cost at the same time offers different fish burger products that is suitable for every market segment Meister Burger serves.

Product variability for burgers is not so wide. Burgers can vary in

design by the condiments used in making one to suit for the different tastes of the customers. Thus, differentiation is more suited to be used.

Meister Burger introduces a new product, fish burger. It may be

impractical to use differentiation during the introduction stage however, given that because of economies of scope; cost for making the product is much lower thus, giving Meister Burger an advantage.

Market variability for food is greater as people have different tastes

in food. Differences in the food preference are an opportunity for Meister Burger to make variety of burgers. Also differences in size of the variations are also based on the customers preference on companionship.

Competitors, direct or indirect, are using undifferentiated marketing strategy therefore, Meister Burger can gain competitive advantage by using differentiated marketing strategy.

1.2 Product differentiation

Meister Burger offers healthier burgers than its competitors. Even when using fish as its patty rather than a typical pork or beef, there is a slight difference among the taste. To promote creativity and to give customer empowerment, Meister Burger has Do it yourself wherein a customer has the freedom to choose the condiments they want to add in their burger and to decide its serving. Every condiments has fixed price. Among the condiments they could select are eggs, ham, bacon, cheese, tomato, cucumber, cabbage, onions, bell pepper, chilli pepper and cupcake. Meister Burger is taking advantage of the burgers versatility and marketing it towards peoples preference for customization and choice.

1.2 Service differentiation

Meister Burger designs its facility lay out and process to production time lesser to give quick service like anyone else.

make the

1.3 People differentiation

Meister Burger only hires people who have interest in learning and motivated in their work. Meister Burger builds loyalty among its employees and takes care of them so they deliver excellent performance to its customers. Meister Burger believes that its people are really its edge among its competitors.

2.1 Branding strategy

A. Tagline Meister Burgers tagline would be Meister Burger, deliciously nutritious. This tagline embodies the overall organizational objectives of the organization, which is to provide a delectable and healthy fish burger that comes from fresh and nutritious ingredients with a unique taste to our valued customers. With the use of fish patty as a substitute for meat patty, surely no one needs to worry about his or her health and figure while enjoying this favourite fast food.

B. Logo The business logo that will be used in formal business transaction are words Meister Burger in a Minstral font with a red color placed at the middle of two fishes opposite to each other and inverted.

C. Colour Meister Burger scolor is blue which is very appealing to the eye and represents peace and cleanliness. It also represents fish so that consumer will not forget Meister Burgers difference among other brands.

D. Mascot Meister Burgers mascot will be called Meister Burger, a blue fish wearing a chefs hat with its famous red sunglasses. Meister Burger, the mascot symbolises the business primary values: flexibility, integrity and innovativeness. It is a fish because it represents its patty which is made out of fish. It is an evolved shark. It has a head of a shark representing the companys competitiveness in the market while being customer friendly which is on the other hand represented by a fish as a body.

This positioning is strongly shown by the mascot that focuses on the strengths of the business that builds a strong relationship with our suppliers and more importantly, our customers. Through continuous innovations and dedications, Meister Burger will continue to innovate and serve the people with a nutritious burger. With an excellent market strategy and superior service, Meister Burger will surely way above the rest just like a shark.

E. Brand positioning

Meister Burger offers healthier burger that uses fish patty for a memorable experience and a healthier lifestyle but does not promise you expensive fish. Meister Burgers primary attribute is its fish patty. It is a burger

that has different kinds of condiments that has a benefit of it being healthier than a typical burger for a healthier living

F. Brand name selection

Meister Burger is the selected brand name for the burger. It suggests something about what really is the product. It is easy to pronounce, recognize and remember. it is also distinctive as it is not yet been used by other companies. However, it is not that extensible as it is very specific about the product being offered, burgers. It is also capable of registration and legal protection.

G. Brand sponsorship

Because Meister Burger is new in the market and it has not yet created its own brand, however, if Meister Burger already created its own brand, the product will use its manufacturers brand, Meister Burger.

H. Brand development

Meister Burger uses line extension, using a successful brand name to introduce additional items in a given product category under the same brand name, such as new flavors, forms, colors, added ingredients, or package sizes.

2.2. Product attributes

A. Product quality

For Meister Burger, there is quality when customers come back and products do not. Meister Burger uses customer driven quality management, an approach in which Meister Burgers people are involved in constantly improving the quality of products, services and business processes. To do this, Meister Burger will do the following: Set a specific quality standard of every raw materials used in the production.

 Ensure a clean and healthy environment before and after the production process. Ensure that the raw materials are fresh, clean and safe to eat Provide an extensive training to the workers and provide gloves, hairnet, and apron to them Contract a trusted and credible supplier who will supply the raw materials Make a safety and regulation code to ensure the safety and cleanliness of the food.

Meister Burger also sets its quality function deployment. See appendices. It is used by Meister Burger as a quality level that should be followed that will support the products position in the market. In terms of performance quality, Meister Burgers products give to customers a high quality burger at an affordable price by using fresh vegetables as condiments and fish in making its patty. As to conformance quality, which is freedom from defects and consistency in delivering a targeted level of performance, Meister Burger ensures that it is consistent in delivering the desired quality to customers and strives for high level conformance quality.

B. Product feature .Meister Burgers Burger el Classico is the stripped down model of all its product variety. Burger el Classico is the classic part of burger. It has a normal size bun, fish patty, cheese, mayonnaise and catsup garnished with pickle on a toothpick on top.

For Magnifico Burger, it is a higher-level model because of the added features. It consists of a normal size bun, fish patty, cabbage, cucumber, tomatoes, cheese, mayonnaise and catsup garnished with pickle on a toothpick on top.

For Gigantum Burger, it consists of a pizza sized bun, fish patty, cabbage, cucumber, tomatoes, cheese, mayonnaise and catsup garnished with pickle on a toothpick on top.

Rocket burger is the spicy burger of Magnifico burger. It has a normal size bun, fish patty, cabbage, cucumber, tomatoes, cheese, mayonnaise and hot and spicy catsup garnished with pickle on a toothpick on top.

For Cupcake Burger, it is the new version of burger featuring its sweet side. It uses a Japanese cake as a bun. It has a fish patty, cheese, mayonnaise and catsup. It is small yet satisfying.

Burger skyscraper is the tallest burger among the dish. It consists of five layers of fish patty towered with cheese, cabbage, cucumber, tomato, mayonnaise and catsup garnished with pickle on a toothpick on top. C. Product style and design

Meister Burger uses delayed differentiation. It is a postponement tactic. It is the process of producing, but not quite completing a product, postponing completion until customer preferences or specifications are known. The result will be a product with customized features that can be quickly produced, appealing to the customers desire for variety and speed of delivery. Style and design of each product variations can be seen in the appendices. 2.3 Packaging

Packaging involves designing and producing the container or wrapper for a product. Meister Burgers packaging consists of primary container and secondary packaging.

A. Packaging concept

Meister Burger will ensure that its packaging is not only for the sake of packaging and for artistic appeal rather it will serve as one of the major promotional materials. Moreover; Meister Burger will use eco-friendly packaging

to support the green movement. It will use organic and biodegradable materials for packaging. The packaging will depend on the variety of product ordered. For dine in, all of the product variations will be placed on a plate bearing the logo of Meister Burger. There are three sizes of plates: for Burger el Classico, Magnifico Burger, Skyscraper Burger and Rocket burger that is eight inches in diameter, for burger cupcake that is five inches in diameter and for Gigantum burger that is twelve inches in diameter. The plate will be white with blue on the sides as border. See pictures in appendices. For take-out, Burger El Classico, Rocket Burger and Magnifico Burger will be covered with wax paper. The packaging will be 18 by 18 wax paper bearing the Meister Burgers logo. For cupcake burger, the packaging will be a 10 by 10 wax paper. The wax paper will remain white to maintain cleanliness. For Gigantum Burger, and skyscraper, it will be placed in an eco-friendly box bearing the Meister Burgers mascot logo. It will be blue outside. See pictures in the appendices. All will be placed on a specialized eco-friendly paper bag. See picture in appendices.

2.4 Labeling Label identifies the product or brand. The objectives of Meister Burgers label are to describe its product and promote it. Meister Burger uses two kinds of label: one for individual packages and the other for the secondary package. See appendices for pictures.

2.5 Product line

Meister Burger captivates the unique taste of every Filipino by offering six variations of burger ranging from the classic burger to a new and unique taste of burger. Each variation differs in sizes and condiments matching the different preferences and taste of the consumers. Burger El Classico, Magnifico Burger and Gigantum Burgerare differentiated in terms of sizes. Rocket Burger, Cupcake Burger and Burger Skyscraper, on the other hand, are Meister Burgers special menu. It comes in unique and avant-garde taste and is new in the market.

In addition, Meister Burger will also sell beverages such as softdrinks, mineral water, pineapple juice, and mango and buko shake as refreshments.

Moreover, Meister Burger will ensure to release additional product in the product line and to continue to innovate and create healthy and delicious food.

2.6 Service strategy

Meister Burger does not only focus on its product but also on the service which its employees provide. Meister Burger understands the service-profit chain, which links profits with employee and customer satisfaction. It considers internal marketing, external marketing and interactive marketing. Meister Burger differentiates its service delivery by having more able and reliable customer-contact people, by developing a superior physical environment and designing superior delivery process. See appendices for service delivery process. 2.7 Positioning To active burger-eaters, who are health conscious, have little time to prepare meals and always on the go, Meister Burger is the burger that is healthier than any other brand as it uses fish that contains Omega 3. With Meister Burger, you can have the confidence of eating your favourite burgers without having health problems. This positioning statement embodies the overall organizational objectives of the organization which is to provide a delectable and healthy fish burger that comes from fresh and nutritious ingredients with a unique taste to our valued customers. This tagline will support the emerging healthy lifestyle by introducing a healthy and affordable alternative of the existing burger in the market. With the use of fish patty as a substitute for meat patty, surely everyone does not need to worry about their health and figure while enjoying this favourite fast food. This positioning will strongly be achieved by focusing on the strengths of the business and building a strong relationship with our suppliers and more importantly, our customers. Through continuous innovations and dedications,

Meister Burger will continue to innovate and serve the people with a nutritious burger. With an excellent market strategy and superior service, Meister Burger will surely way above the rest

II. Pricing strategy

Meister Burger uses fixed price policy that is setting one price for all buyers rather than dynamic pricing. Meister Burgers pricing decisions are affected by both internal company factors and external environmental factors. A. Factors considered in price setting

1.1 Internal Factors. Internal factors affecting pricing include Meister Burgers marketing objectives, marketing mix strategies, costs and organizational considerations.

a. Marketing objectives Meister Burgers marketing objectives is to increase its market share and acquire a strong market position.

b. Marketing mix strategies. Markerting mix strategies focus on customers needs and wants.

c. Costs Meister Burger as a start up business has a higher cost during its initial operation. Being a new entrant in the market, Meister Burger requires greater expenses to create product awareness and acquire strong market position.

d. Organizational considerations Because Meister Burger is a small business, Pricing decisions are made by the top management.

1.2 External factors

External factors that affect pricing decisions include the nature of the market and demand, competition and economic conditions.

a. Nature of the market Meister Burger plays in a monopolistic competition that is a market that consists of many buyers and sellers who trade over a range of prices rather than a single market price.

b. Nature of the demand Meister Burger plays in a food industry where price elasticity of demand is high.

c. Competition Prices offered by Meister Burgers competitors are high and almost the same.

B. General Pricing approaches

Meister Burger will use both cost based approach specifically target profit pricing to set the floor for the price and value based pricing to set the ceiling. See appendices for the breakdown of fixed costs, variable costs and the selling price obtained.

a. Target profit pricing Meister Burger sets price to break even on the costs of making and marketing a product or to make a target profit.

b. Value-based pricing Meister Burger sets price based on buyers perceptions of value rather than on the sellers cost. Meister Burger offers just the right combination of quality and good service at a fair price. C. New-product pricing strategy Meister Burger is only in the introductory stage in the product life cycle. Between the two broad strategies, Meister Burger uses market-penetration pricing. Meister Burger uses market penetration pricing, in line with the companies mission,

which is to offer affordable, competitive, and reasonable prices. Setting a low price for a new product in order to attract a larger number of buyers and a larger market share is not that hard for Meister Burger because of the affordability of the ingredients in making its burger. Several conditions were taken into considerations: o o o Market is highly price sensitive -Low price produces more market growth in Tacloban Production and distribution cost fall as sales volume increases

-This is because of the economies of scale principle Low price keeps out competition and Meister Burger must maintain it low-

price position. -If it is only temporary, the effect will also be temporary. D. Product Mix Pricing strategy Meister Burger looks for a set of prices that maximizes the profits on the total product mix.

a. Product line pricing Meister Burger also uses product mix pricing strategy, which is product line pricing. Meister Burger sets the price steps between various products in its product line based on cost differences between the products, customer evaluations of different features and competitors prices.

b. Optional- product pricing Because Meister Burger also offers Do It Yourself burgers, where customers decide which condiments they prefer, optional product pricing is used. It is setting prices of optional product along with the main product.

c. Price adjustment strategy Meister Burger will use discount and allowance pricing after 2 years of operation.

1.1 . Quantity discount

Meister Burger plans to use quantity discount. It is a price reduction to those customers who buys large quantity of Meister Burgers products. A card will be issued to customers so that Meister Burger can monitor the purchases made and for the customer also to claim the discounts.

Disco unts 10% avail

Minimum amount needed to

For purchases

every

P500

worth

of

20%

For purchases

every

P750

worth

of

30%

For purchases

every

P1000

worth

of

III. Place Strategy

Meister Burger is developing its value delivery network. It does not only focus on the downstream partners but also its upstream partners.

a.

Channels Meister Burger is new in the market thus marketing channel is not that

developed. Direct marketing channel. Meister Burger has no intermediary

levels. It does not use layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer.

Manufacturer (Meister Burger)

Customer

b. Logistics Meister Burger prefer customer-centred logistics that is, it involves the entire supply chain management. c. Objective Logistics objective of Meister Burger is to provide maximum customer service at the least cost.

d. Inventory Management. Meister Burger uses just-in-time logistics system. With such system, Meister Burger carries only small amounts of inventories. Just-in-time systems require accurate forecasting along with fast, frequent and flexible delivery so that new supplies will be available when needed. Forecasting policy will be used to forecast demand that will be used in determining inventories. e. Transportation

Suppliers of Meister Burger are at the market of Tacloban. It can be accessed by tricycle with a 7 pesos fare from Meister Burgers location. Supply of fishes in the market comes from a reliable and credited supplier of fishes from Guiuan, Eastern Samar.

f. Location Planning

Meister Burger is located at Burgos Street, Tacloban City, where transportation costs are low because of its closeness to raw materials. Meister Burgers location decision entails a long-term commitment, which makes mistakes difficult to overcome and it has strategic importance to supply chains. Meister Burgers objectives in location planning and analysis are: To maximize the benefit of location to the firm. To decide on the location that has profit potential. To achieve a balance between cost and the level of customer

service they can provide. To find a number of acceptable locations from which to choose. To focus on accessibility, consumer demographics, traffic patterns,

and local customs. To locate near suppliers or near their markets. To minimize distribution costs.

In choosing location alternatives for Meister Burger, it depends on the location criteria set which is it must be close to suppliers and customers, it must be more accessible, greater density in population, wider age distribution, higher average buyer income and local custom suits Meister Burgers

microenvironment. o o Proximity to Customers This is a very important factor to consider since customer patronage is one

of the main ingredients that would bring the Meister Burgers revenue. Traffic Volume Traffic volume will determine the number of individuals that would possibly

pass by the business area as well as the number of vehicles passing by. Many

individuals passing by the area will be an opportunity for Meister Burger to be seen thus attract customers. o Accessibility and Visibility Meister Burger must be located in a place that is very accessible to the

customers for them to have a convenient and easy travel. Availability of transport vehicles passing by the area will be a key factor in examining accessibility of Meister Burger. The abundance of transport vehicles will ensure that possible clients will not have a hard time in coming to the place. Meister Burger must not only be accessible to its customers but also to its employees so that they will be able to get there on time and without hassle. With an accessible place, they will not have a hard time going home. Visibility will mean that the complex must be easily seen so that customers will not find it difficult in looking for the place. o

Security and safety Aside from ensuring that the clients of Meister Burger is safe while they

are in Meister Burger, the proponents also take into consideration the safety of Meister Burgers location. It must be located in a community that is peaceful and free from conflicts. o Political Situation The political situation must be stable and is open to businesses like

Meister Burger. It must be in abidance with the rules and regulation of the city. o

Environmental Situation Environmental rules and regulation can be complied by Meister Burger. Its

environmental situation can support the needs of Meister Burger.

Quality of life of the community population This criteria will signify the capacity of the people residing near Meister

Burger. This also means that the community supports healthy living.

With these criteria, Meister Burger made a list of location alternatives. Below shows the short list of Meister Burgers location alternatives. As to country, Meister Burger decided to operate from a home-base, the Philippines. Because Meister Burger is only new in the market and industry, globalization is not yet part of the plan however, in the future, Meister Burger considers going out of the country. Same with the region, Meister Burger chose to operate in Region VIII because of the fact that it is where Meister Burgers supply of fish will come from. As to city or municipality, Meister Burger has two options as to where to operate. First, in Tacloban City and the second is Guiuan. Qualitative and qualitative approach specifically the factor rating in deciding the location of the business.

Table 1. Factor Rating for Country location alternatives

Table 2.Factor Rating for Regional location alternatives

Table 3.Factor Rating for Municipality/City location alternative

From the tally above, alternative 1 got the highest score at 80.6 over alternative 2 which only got 43.3. When it comes to proximity to consumers the first alternative gets an 80 out of 100 score since it is near schools, offices and other establishments. This means that in this location probable customers are near especially with the schools since a great part of the business targets customers are students. With alternative 2 it is quite far from the different schools and residential areas. For accessibility and visibility, many vehicle routes pass by Tacloban City than in Guiuan. Throughout the week, public utility vehicles to and from V&G Subdivision and Bliss Calanipawan pass there. Multicabs (Campetic route) going to Robinsons Place Tacloban, Manlurip San Jose route, and South Bound vehicles going to terminal also pass by the area. For the traffic volume factor, alternative 1 gets a higher score because it is nearer to residential areas than Alternative 2. For security and safety alternative 1 is still higher in score over alternative 2. The same is true for the quality of life of the community population criteria. As to the street, two main streets were an alternative, MH del Pilarstreet and Burgos street. Location cost-volume-Profit Analysis was used. Economic comparison of location alternatives is facilitated by the use of Center of gravity analysis.

VII. CONTROLS To live up with its missions in providing the superb in-store experience and high quality burger, Meister Burger sets quality standards and closely monitors its operations. With that the following areas will be closely monitored. a. Customer Satisfaction Meister Burger will be accepting comments and feedbacks from the customers it had served. A comment box will be posted near the doors area and will be regulated every day. If possible, the Operation Manager itself will ask the customers regarding Meister Burgers service. b. Staffs and Employees Meister Burger will ensure that each one of the employees and staffs are well-equipped with proper trainings and seminars. Meister Burger will also ensure that the employees and staffs are skilled in public relations and customer handling. Meister Burger will also have a regular meeting on employees satisfaction with regards to the organization. c. Service development Based on the comments and feedbacks solicited from clients and customers, Meister Burger will ascertain as to what aspects of service and product offerings need improvements. Meister Burger, as a new entrant in the food industry will be competitive in fields of development. d. Promotion Extensive advertising will be carried out on its first three months operation. Word of mouth will be necessary and helpful to the business

A. Implementation Meister Burger plans to implement tight mobilization measures to monitor quality and to ensure customer satisfaction. From time to time, the establishment will ask feedbacks, comments, opinions, suggestions, etc. from its consumers. By doing such, the establishment will be able to identify its problems in the operation of the business as a whole and solve these as soon as possible. The following table will summarize the actual activities to be done by Meister Burger: Activities to be Specific Actions to be Done Taken Responsible Persons

Time Frame

-Finding location A. Location business

strategic where will be

-3 to 6 months before the start of operation -3 mos. bso -2 mos. bso

-all

partners

headed by the Operations Managers

Planning

established -Selecting the location -Renovating selected location the

-Creating B.Product Packaging

different -3 mos. bso -3 mos. bso

product offerings and packages -Determining composition package of the each

-all

partners

leaded by the Marketing Manager

-Finding suppliers of C.Supplier Search raw materials for -3 mos. bso

-all

partners

products -Selecting suppliers the -2 mos. bso

headed by the Operations Managers

D.Product Testing

-Tasting marketing

and

test

-2 mos. bso

-Marketing Manager

-all -Determining appropriate the pricing -1 mo. bso

partners

headed by the General Manager assisted Marketing Manager and by

E.Product Pricing

strategies and policies

-Registering business -Securing F.Business Registration

the -all barangay -3 to 6 mos. bso partners

leaded by the General Manager assisted by Operations Manager and

and police clearance, health and sanitation permit, BIR

registration, DTI, fire and safety permit, and Mayors permit

-3 weeks up to -Designing distribution of flyers -Poster spreading -Advertising G.Product Promotion and the start of

operation -a week before start of -all partners

through the

selected radio and TV operation stations -Publicizing

that headed by the

would run for 3 Marketing through months -a month bso Manager

social networking sites like Facebook

and up to the third month operation of

Twitter

F.

Start

of

-Offering the products to the customers -Providing the service as well

-September 2013

Operations

-all partners

B. Organization Meister Burger is a limited partnership comprised of six associates whose nature of business operations is manufacturing type. Each partner will be classified as limited and capitalist- industrial partner. Thus, each shall contribute money, property and industry. The organizational structure of Meister Burgers is shown in the diagram below.
LiezelLavado General Manager

Christian Salamida Marketing Manager

Adam Dave Ansula and Edward Phillip Cabrera Production Managers

Ysabelle Krys Lucas Financial Manager

Workers
P

Meister Burger has three functional areas, marketing, finance,P and production. A functional manager is assigned in each functional area. The organization will adopt decentralized organizational structure in which daily operations and
Managers are decision-makingProduction responsibilities P
P

Production Managers

delegated

by

top

management to middle and lower-level mangers within the organization, allowing Production Managers top management to focus more on major decisions. Having a decentralized organization, decision making will be more efficient and employees will be empowered. Liezel B. Lavado, a graduate of Bachelor Science in Management, will be P appointed as the general manager. She will manage the overall operations of the Production Managers business and ensure that all processes and practices are working in a proper manner. Being the general manager, she is primarily responsible for guiding employees in achieving the goals and ambitions of the organization and developing strategic plans for the growth of the company. She is also responsible in managing the organizations resources and funds. Hiring employees, policy formulation and making business strategies are just some of her responsibilities.

Christian Salamida would be the Associate Marketing Manager. With his skill and knowledge in marketing, he is responsible in establishing pricing strategies and developing marketing strategies to promote the business products and image. He is also responsible in evaluating and analyzing the effectiveness of these strategies. He will also manage the advertising or promotional efforts of the business. It is also his responsibility in keeping track the market trends and finding business opportunities. Associate Managers for Productions, Adam Dave Ansula and Edward Cabrera, graduates of Bachelor Science Management, are responsible in supervising the production process and ensuring that work is carried out smoothly. They are responsible in making sure that raw materials are provided and made into finished goods effectively to meet the demand of the customers in relative to business capacity. They are also responsible in monitoring the quantity and quality coming off a production line. Quality control and inspection of the equipment are also their job. They will also be responsible for researching new products or modifications to existing ones, estimating costs for producing in different quantities and by using different methods. Ysabelle Krys Lucas also a BS Management graduate would be the Associate Managers for Finance. With her excellent problem solving skills and numerical abilities, she will be able to do speedy and accurate arithmetic. She will be responsible of all the important financial functions of an organization. Allocation of the resources, profit planning, understanding the capital markets and evaluating the financial status of the business are just some of her tasks. She would act as bookkeeper of the overall financial transactions of Meister Burger. Each associate is knowledgeable of the basic management process and operation. Each is equipped with the necessary skills and undergoes different training. Each associate is responsible, creative, innovative and committed in their job. Trainings and workshop will be conducted every year to further enhance their skills. An evaluation will also be conducted to monitor their performance and to provide feedback. This is to uphold the organizational goal to be always the first and the best.

C. Contingency Plans

Scenario

Contingency Plan

-Maximize Market higher expected growth than demands.

firms

capacity to

cater

to

additional

-Recruit and train marketing and operations personnel. -Improve product offerings to attract more clients preferably by adding desirable products to the existing packages. -Carry out operations with existing personnel.

Market lower expected

growth than

-Maintain quality service, good reputation and strong customer relationship management.

-Refocus the product and service on appropriate target market segment. -Determine why competitors are doing better and the Market share lower than expected firms shortcomings and formulate strategies to

overcome and surpass them. -Repackage product offerings and services, adjust prices, and adapt new marketing strategies for

continuous improvement. -Determine what variable cost can be lessened and Profitability lower than expected apply economies of scale. -Seek out better deal-ups with suppliers at lower costs. -Improve service delivery to eventually achieve higher returns. -Intensify advertising and promotions. Entrance of new competitors -Build better customer relationships to gain loyalty. -Solicit suggestions and recommendations from

previous clients for further improvements of the services offered.